Ben Tan Email & Phone Number

Redmond, Washington, Us

Built digital nurture strategy and introduced new engagement initiatives that accelerated commercial prospects through the funnel into purchase consideration. • Marketing transformation: Established building blocks for end-to-end funnel strategy using customer insights and journey analysis. Result was cohesion of stand-alone tactics into unified and scalable marketing & sales funnel. • Acceleration of buyer consideration: Built and scaled global webinar program spanning 14 regions impacting more than 2,500 managed accounts in North America, Asia Pacific, and Australia/New Zealand. • Increased web performance KPIs: Grew new product page engagement rates +14.3%; increased sales referral rates +2pts to more than 18% over 12 months by re-architecting content strategy and introducing new frameworks for web storytelling and messaging.

Redmond, Washington, Us

Implemented the first national marketing strategy for Surface. Amplified impact by connecting worldwide and local campaigns, programs, and cross-functional teams into a unified approach.• Account growth: Achieved 46% YoY growth in target account reach and 65% YoY growth in account engagement rates by securing paid media investments and expanding the customer journey with local nurture programs (webinars, immersion experiences, device strategy workshops).• Closed critical gap in mid-market demand generation: Successfully piloted an account-based marketing program that resulted in 832 leads and US$3M in pipeline opportunity. • Empowered sellers: Developed an immersive online 3D product showcase to continue demo’ing Surface devices to buyers during pandemic shutdowns globally.• Recipient of Microsoft US Hero Award for Marketing Impact, M&O Excellence Award for Surface in Education Marketing, and CMO Emerald City Award for D&I contribution.

Redmond, Washington, Us

Spearheaded marcomm strategy and programs for Microsoft 365 and Surface spanning consumer and commercial segments, leveraging full marketing mix.• Breakthrough account engagement: Engaged over 2,000 commercial accounts and influenced $5M in pipeline for the Microsoft 365 business through a programmatic, customer journey aligned event strategy, consisting of thought leadership events, webinars and product discovery days.• Subscriber growth: Accelerated Australian Office 365 consumer business to 1M+ subscribers through ‘Project Yoda’ – a transformation strategy that re-aligned GTM based on refined audience targeting, needs analysis and recalibrated customer journeys. • Consumer desire for Surface: Increased purchase intent for Surface by +5pts in partnership with the worldwide team through coordination of $12M in global advertising investment.

Redmond, Washington, Us

Grew share of voice and continuous YoY increases in positive media sentiment through end-to-end PR and strategic communications. Recipient of 2014 Gold Club Circle of Excellence Award.• Attention grabbing product launch: Achieved cut through tier one media coverage for the launch of Microsoft Azure with a highly nuanced strategy that emphasised Microsoft as a healthy competitor to AWS. Drove ‘exclusives’ strategy by seeding unique story angles with different outlets and providing select access to executives.• Increased brand recognition: Generated +5pt increase for Windows and Office among consumer audiences through ‘Marry Me Microsoft’, a campaign that engaged consumer audiences with a creative concept using Microsoft products to arrange a wedding. Recipient of the 2011 Microsoft Asia PR Award for Best Consumer Campaign.• Executive profiling: Grew profile of country GM, Pip Marlow, as a leading voice in business through creation of a thought leadership platform. • Corporate citizenship: Grew Microsoft’s CSR reputation through ‘ThinkUKnow’, a youth-focused online safety initiative. Partnered with 200 community centers to implement a grass-roots PR campaign that resulted in widespread local media coverage.

San Francisco, Ca, Us

Directed PR and media relations for CBS’s tech review websites CNET and ZDNet. Built relationships with key media outlets and drove positive editorial coverage and regular commentator appearances in tier 1 national TV programs.

Millers Point, Nsw, Au

Managed PR for Microsoft Australia’s CSR programs. Secured reputation-enhancing media coverage in national and community media outlets. Provided executive comms support for the country managing director.

Au

Counsel and hands-on execution of government relations and public affairs campaigns, primarily targeted towards achieving regulatory reform outcomes.

Bacherlor Of Commerce / Bachelor Of Law

Graduate Diploma, Marketing Communications